Empathy is power in copy.
Well, at least that’s what I’ve been taught from day 1.
And it’s true too.
One of the most important lessons I learnt when I got started in copy, was the power of “empathy” to grab your customers by the balls… punch them in the gut… and stick a strap-on up their rear end just so they can “feel” their pain worse than they actually do.
Strong shit if used right.
After all, if you’re going to convince someone to hand over their moola… the least you could do is at least show you have “some” understanding of the crap they have to live with on a daily basis.
Unfortunately there are times when empathy can actually backfire
…Harder than a rifle with the barrel bent backwards.
Case in point the recent uprising of the fire breathing SJW brigade… who feel the need to be offended for everyone else they deem “beneath them”.
Your skin a half shade of coffee darker than an SJW’s?
… he gonna be pissed for ya for something you don’t even care about.
You’re a woman?
An SJW somewhere… somehow… probably a cucked male… and watching his girlfriend cheat on him as he twangs his meat… is gonna be mad on your behalf for an issue you couldn’t give a damn about.
You’re part of the LGBTQ crowd?
… somewhere out there is a completely straight nutcase is pissed off for you over something you couldn’t care less over.
Because these asshats have somehow convinced themselves they know the pain and problems everyone else goes through better than they do.
You situations like what happened two months ago…
When the creator of Cyberpunk 2077, who happens to be a black man…
Had to tell SJWs on Twitter to ( and I quote him ):
“Stop telling me what to be offended by!”
… as they kept telling him his own work was racist ( it’s not ) and how he should be offended by something he himself created.
This goes back to one simple fact I live by:
“Empathy without restraint is really nothing more than thinly veiled pity with a sprinkling of virtue signalling”
… and when this starts reflecting in your marketing and emails it’ll sound like you’re talking down to your customers, instead of actually empathising with.
Let that sink in. Seriously, it’s been standing on the door for five minutes now and it’s about to rain.
Till the next wave of madness…